ARTTECH FUSION 2024 (ATF24): THE MOST CUTTING-EDGE TECHNOLOGIES INTERSECTING ART TO CREATE VALUE FOR LIFE

04 Nov, 2024

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From October 22 to 24, the big festival of the creative art technology community called ArtTech Fusion took place successfully at the University of Economics Ho Chi Minh City (UEH). The latest technologies listed as NFT, artificial intelligence, post-digital design strategies, visual programming languages, real-time interactions, etc. were combined with art to offer values for a sustainable future and officially decoded!

The international series ArtTech Fusion 2024 (ATF24) with the theme “ArtTech - New combination for future generations for sustainability” is organized by University of Economics Ho Chi Minh City (UEH) in collaboration with 15 universities around the world. Taking place from October 22 to 24, 2024, the program attracted more than 4,500 participants, including domestic and international experts, researchers, businesses, artists, authorities, lecturers and students passionate regarding the ArtTech field.

Special sessions decoding the combination of ArtTech for a sustainable future

Blockchain and art commercialization: Decoding the bubble cycle

NFT has become a global trend in recent years! NFT stands for Non-fungible token non-fungible token. Basically, NFT, a type of digital asset stored on the blockchain, can be a work of art, a song, a video or a video game, etc. The most special point is that each NFT has only one identifier and is a private property belonging to one owner. Currently, NFTs are often traded by users in cryptocurrency and can, sometimes, be replaced by USD.

Blockchain and NFT have opened a new chapter for the "billion dollar" art industry, allowing artists to directly reach fans, to eliminate intermediaries and to increase transparency in transactions. However, the rapid development of the NFT market raises many questions related to the sustainability and real value of these digital works.

In their presentation, Prof. Alvaro Barbosa and Prof. Daniel Farinha (Saint Joseph University, Macau) presented the latest development trends based on Blockchain Technology applied to the exchange of NFT commercial artworks. NFT has gone through an amplification cycle (based on the Gartner model), the speakers discussed and found answers to whether this trend is in the “Hype”, “Abyss of Skepticism” or “Peak of Productivity” stage.

In the early stages, NFT attracted significant attention with multi-million dollar deals, creating a fever in the market. However, skepticism, later, began to appear as many people questioned the legitimacy and intrinsic value of NFT. Currently, the market is gradually stabilizing and entering the maturity stage.

In the presentation, the professors took specific examples of typical NFT projects in the art field listed as Bored Ape Yacht Club, analyzed their successes and limitations, and discussed the potential applications of NFT in copyright management, certification of ownership of works and legal documents. In addition, the legal and ethical issues surrounding NFTs, listed as the automatic licensing feature, speculation and counterfeiting in the market, and the challenges and opportunities posed by NFTs for the creative industry and the art world in the future which are also thoroughly analyzed.

Prof. Alvaro Barbosa and Prof. Daniel Farinha (Saint Joseph University, Macau) presented the latest developments based on Blockchain Technology applied to the exchange of NFT commercial artworks

Post-digital design strategies in Media Arts

Prof. Martin Kaltenbrunner (University of Arts Linz, Austria) provided a thorough and ambitious perspective on the future of media arts in the post-digital era. Consider how modern design methods, after the digital boom, are applied to creativity and art in Austria. In parallel, Prof. Kaltenbrunner introduced the concept of “postdigital design”, a new approach to creating media art that combines digital technology and traditional craft techniques. He emphasized the importance of balancing the sophistication of manuals with the power of digital tools in the creative process. A significant part of the presentation focused on the role of “tangible objects” in postdigital media art.

In addition, Prof. Kaltenbrunner shared how physical objects can be integrated with interactive technology to create a multi-sensory experience for viewers. He used examples from his signature art projects, listed as Reactable, to illustrate the potential of this approach.

Prof. Martin Kaltenbrunner (University of Arts Linz, Austria) providing a thorough and ambitious perspective on the future of media art in the post-digital era

Digital Art - The Mystery of the Intersection between Artificial Intelligence and Art

In his presentation, Prof. Carsten Baumgarth (Germany) deciphered the mystery behind the intersection between artificial intelligence and art, making comments on the impact of AI in digital art. The Art Infusion Effect is an almost classic concept in product design, marketing and brand management. This effect has been confirmed through many empirical studies, indicating that integrating art into product design, packaging, advertising, etc. will automatically lead to more positive evaluations of the product or brand. Today, art, however, is increasingly being created digitally and, in some cases, entirely by Artificial Intelligence (AI).

Prof. Carsten Baumgarth presented his latest findings on the impact of AI on product and brand evaluation. Can AI-generated art create the same ripple effect as traditional art? Do consumers react differently to products and brands that use AI than to art created by humans?

Prof. Carsten Baumgarth (Germany) deciphering the mystery behind the intersection of artificial intelligence and art, judging the impact of AI in digital art

Shaping the Future: Nurturing Pioneering Interdisciplinary Creators in the Field of Art Technology

Prof. Zhiyong Fu (Tsinghua University, China) outlined the future direction in cultivating and training a generation of interdisciplinary pioneers in the field of art technology. The professor shared his profound experiences in cultivating interdisciplinary talents capable of innovation through the intersection of art and technology. With extensive teaching and research experience, Professor Fu focuses on three main areas as follows: (1) building a multidisciplinary art-technology education system, (2) integrating creative practice into university innovation capacity-building courses, and (3) combining design with future research to form an interdisciplinary professional orientation. The article provided a comprehensive perspective on the multidisciplinary innovation talent training model based on the combination of interdisciplinary education, creative practice, and future research in the field of design. This is a source of inspiration and useful lessons for higher education institutions in nurturing a new generation of talents, to be ready to face global sustainability challenges.

Prof. Zhiyong Fu (Tsinghua University, China) outlining future directions in nurturing and training a generation of interdisciplinary pioneers in the field of art technology

Collaborating to build an ArtTech community towards solving sustainability issues

Assoc.Prof. Trinh Thuy Anh (UEH) and international professors and experts including Prof. Andrea Giansanti (Italy), Prof. Filipa Martins (Macao), Prof. Martin Kaltenbrunner (Austria) discussed the need to cooperate in building an ArtTech community towards solving sustainability issues. The content revolved around how the ArtTech community in Vietnam is collaborating to develop art technology solutions to solve local sustainability issues. In addition, the application of technology in art in Italy and Macao is to build the ArtTech community while aiming for creative solutions to solve sustainability challenges.

Assoc. Prof. Trinh Thuy Anh (UEH) and international professors and experts including Prof. Andrea Giansanti (Italy), Prof. Filipa Martins (Macao), Prof. Martin Kaltenbrunner (Austria) discussing the need for cooperation to build an ArtTech community towards solving sustainability issues

An in-depth discussion and workshop series on technology and art

Within the framework of the program, 10 special sessions were successfully held with the participation of leading experts in ArtTech application in the country and internationally listed as: Prof. Andrea Giansanti (Pantheon Institute of Technology and Design, Italy), Dr. Nurul Hanim Romainoor (Universiti Sains Malaysia), Assoc. Prof. Alexandre Lobo (Saint Joseph University, Macao), Prof. Filipa Martins (Saint Joseph University, Macao), Dr. Nguyen Quynh Nhu (Quynh Paris), Curator Ace Le - Founding Director, Lan Tinh Foundation, Mr. Dong Ho - Director of Fomalia XR Studio, and many experts from art, media, and technology units listed as Samsung Vietnam, Harper's Bazaar Vietnam, Art Republik, etc.

The discussions focused on hot topics listed as strategic orientations for applying ArtTech in creative fields, ethical and copyright issues in AI-based creation, digital art trends in cultural preservation, building a sustainable art market, applying ArtTech in smart cities, storytelling in game design, virtual reality and interactive technology applications, AI and virtual models in the fashion industry, creativity in art and user experience design. Other experts also discussed sustainable approaches to the art market in the context of increasingly expanding technology applications.

Dr. Trinh Tu Anh (UEH) presenting at the special discussion session on the topic: "ArtTech & Smart Cities"

Prof. Andrea Giansanti (Pantheon Institute of Technology and Design, Italy), Mr. Le Gia Phong (Co-founder of Future Eyes Company), Dr. Irina Shchemeleva (Habour Space University, Spain); Ms. Maria Quero (Arts University Bournemouth), Mr. Nguyen Khoa My - Chairman of Vietnam Public Relations Association (VNPR) discussing the theme "AI Creativity: Ethical Dilemmas and Copyright Challenges"

Speakers taking photos at the special discussion session on "A sustainable art market: opportunities & challenges"

The workshop series opened up the new and interesting approaches to focusing on technology applications in fashion design, exploiting indigenous cultural inspiration in communication design, using artificial intelligence to create urban sounds, exploring interactive digital storytelling and interactive art and more.

Workshop: Wishing tree and interactive art openning up new and interesting approaches to technology applications

A series of 05 parallel sessions with 22 research articles on diverse topics: ArtTech - Trends and potential applications globally; Experience ArtTech; human-centered ArtTech and social impacts; ArtTech aiming to solve issues related to sustainability; ArtTech aiming at sustainable education.

Experts, authors of research papers presenting at the parallel discussion session

Sharing and spreading global knowledge with the book "Fusing Art and Technology: Co-Creating Futures for New Generations" which gathers the content shared by speakers from the main session, special discussion sessions at ATF24, and research papers by domestic and international scholars and researchers. The book is expected to be released in March 2025 by IGI Global Publishing (USA).

A series of colorful exhibitions taking viewers into a colorful world with diverse cultural spaces

The space "UEH & Saigon Culture" illustrated Saigon from the perspective of UEHers. The cultural beauty of Saigon was exhibited through images of familiar dishes listed as banh mi, com tam, banh cuon, Saigon beer, small sidewalk cafes, and Vietnamese people. Famous landmarks of Saigon, Saigon's lifestyle, Saigon people and typical Saigon thinking are sketched through slices of time following the historical development journey of Saigon.

Students experienced and scanned on Instagram to view augmented reality integrated artworks at the "UEH & Saigon Culture" Exhibition - a collection of AR integrated artworks by students of the School of Media Design, K48

The beauty of Vietnamese people and life is brilliantly expressed through colorful virtual reality (VR) works by Artist Minh Hang. Viewers are immersed in a beautiful natural space, where people and nature live in harmony, reflecting the belief in a brighter future. These works are not only art but also profound and emotional stories, evoking pride in the homeland.

Not only stopping at honoring Vietnamese culture, ATF24 also brings together artworks from students from schools around the world listed as Thailand, Macau, China, Taiwan and Korea. Each collection is a unique cultural story from the perspective of students, opening up opportunities for exchange and learning and helping viewers better understand the diversity and beauty of the world.

Viewers of artworks by students from schools in Thailand, Macau, China, Taiwan and Korea

The collection "Dream Weaving for Thousands Years" recreates the length of history and connections of the Silk Road. Combining traditional art and modern technology listed as projectors and Leap Motion creates a unique visual and interactive experience, reminding viewers of the important role of historical sites in cultural and commercial exchanges.

The exhibition "Dream Weaving for Thousands Years" recreating the history and connections of the Silk Road

The immersive audio exhibition "OTO Sonics" resonates with magical sounds, taking viewers on a mystical journey. The sounds of wind, ocean waves and flickering fire blend together, creating a symphony connecting people with nature.

Lecturers and students experiencing the immersive audio exhibition "OTO Sonics"

NFT exhibition is the place where digital artworks are projected with shimmering lights and vivid sounds. Each work is a journey of discovery, inviting the audience to participate in the modern art space.

Students visiting the NFT exhibition from Saint Joseph University (Macau) at Campus A and B

An exhibition of the intelligent AI chatbot named Lexy. Lexy is not only a search engine but also a symbol of the fusion of humans and technology, posing interesting questions regarding the boundary between human creativity and machine intelligence.

Students questioning AI chatbot Lexy

Students experiencing the M(a)IRROR exhibition using artificial intelligence (AI) to turn real images of viewers into artworks 

Dr. Paulo Cesar Teles (USJ) - author of the Wishing Tree exhibition

I Cloud, by Artist Nguyen Thanh Nhan, displayed at the exhibition at Campus B

Impressive Art Night

Impressive Tangible Performance Night, where the melody of the piano, tangible music from the sensor console blend with colorful costumes, creating a vibrant space of technology and art. With creativity and innovation, the artists presented works with a strong personal touch through the use of advanced technology listed as Reactable to create tangible melodies. Interactive effects created by touchdesigner - a visual programming language that creates impressive lighting and visual effects, seamlessly combined with sound and choreography. A special highlight is the appearance of real-time live performances, where artists will create and perform directly in front of the audience. Each moment is unique and unrepeatable, creating a strong connection between the performer and the audience. Each performance is a unique story, evoking emotions and inspiring the audience.

The fashion show combined with Touchdesigner interactive effects portrayed the earth's development journey in the confrontation between technology and nature.

The LEXY AI Fashion Show illustrates how technology can transform fashion, improve quality of life and shape the future

Artist Enrique Tomás (Austria) performs "Birth - Sự Khởi Sinh" - Discovering the origin of the universe and the journey of evolution

Prof. Martin Kaltenbrunner (Austria) performing Mysterious - Reactable - The mysteries of the galaxies and the story of the stars with tangible music

Artist Datu Arellano (Philippines) using electronic instruments and two dancers Miniphantom, Vinh Quang with their work Reborn - Wonderpole - The rebirth of the Earth and positive energies

ATF24 is an effort to spread the power of technology in exploiting and clarifying the power of art, in connecting people and promoting creativity towards a brighter, more sustainable future.

15 international partner universities co-hosting the series:

Saint Joseph University (Macau)

Pantheon Institute of Design & Technology (Italy)

Kwangwoon University (Korea)

University Sains Malaysia (Malaysia)

Linz University of the Arts (Austria)

Tsinghua University (China)

Berlin University of Economics & Law (Germany)

Xi'an Academy of Fine Arts (China)

Singapore University of Design and Technology

Campinas State University (Brazil)

Harbour Space University (Spain)

Bournemouth University of the Arts (UK)

National Taipei University of Technology (Taiwan)

Chulalongkorn University (Thailand)

Yunlin University of Science and Technology (Taiwan)

For the success of the program, the ATF24 Organizing Committee would like to express their deep gratitude to the sponsors: Diamond sponsor Samsung, Gold sponsor Chicilon, and media sponsor Ho Chi Minh City Television (HTV), Lan Tinh Foundation; and Silver Sponsors: Unigons, Designer Quynh Paris, Designer Ada Anh Truong, Designer Phan Huan Bin, Designer Phan Ba ​​Tai, Designer Tran Thi Yen, Designer Do Phan Tra My, Designer Dang Ngoc Van Anh, ATIM Law Firm, Diamond Brand Academy, Vietnam Cultural Heritage Conservation Support Fund, and Model Trainer Trinh Thi Van Anh; Bronze Sponsors: VB Studio, Kya Jewel, Nguyen's Art Garden, Richfield Global Logistics Joint Stock Company, and Brother Vietnam Industrial Company Limited.

Additional photos regarding ATF2024:

Prof. Dr. Nguyen Dong Phong - Chairman of the University of Economics Ho Chi Minh City Council - delivering the opening speech at the ATF24 series

Speakers and attendees taking photos at the end of the main discussion session on “Post Digital Design: Strategies for Media Art”

Speakers and attendees taking souvenir photos at the end of the special discussion session “ArtTech Revolution in the Entertainment and Cultural Heritage”

Students interested in the Robot presenting information about ATF24

Students participating in the activity series

Representatives of the Organizing Committee and international delegates taking photos at the end of the program

Students taking souvenir while visiting the exhibitions at ATF24

School leaders and delegates attending the Tangible Performance art performance night

ATF24 Organizing Committee taking photos at the Tangible Performance night

News and photos: ATF24 Organizing Committee, Department of Communications and Partnerships